Bosch targets technicians in QuietCast marketing

Bosch has launched a bold new brake parts advertising campaign aimed at technicians. Focusing on "the gut" – an individual's judgment or assessment based on instinct, experience and technical know-how – the campaign stresses "The gut knows serious brake pads and rotors when it sees them." Print ads will highlight the fact that Bosch QuietCast is an ultra-quiet braking system, combining pads fitted with rubber-core shims and rotors that utilize corrosion resistant coating for long-lasting, quiet performance.

Speaking directly to professionals who will specify and install them, the ads are intended to raise awareness about the many benefits, to both the installer and the motorist, from installing Bosch QuietCast brake pads and rotors -- unlike most do-it-for-me (DIFM) messaging in the aftermarket, which is product focused. Two brake ads, which kicked off in July and will run through early 2013, will stress that QuietCast brake pads are designed with advanced platform-specific friction formulations that provide excellent stopping distance for all types of domestic, Asian and European vehicles, and are rigorously tested, according to the manufacturer.

Carrying through 'The Gut Knows' theme that began with spark plug ads in the spring, the campaign includes ads for other Bosch replacement parts such as oxygen sensors, starters and alternators. The ads create one brand voice with uniform messaging in print and online advertising, and are being supported with appropriate publicity in trade publications and social media like Facebook and Twitter.

"Bosch is targeting professional technicians with this campaign because it is the service technician or repair shop owner who most often makes the brand purchase decision or recommendation. Professional technicians know that brake noise is an all-too-common customer complaint," said Rob Backode, Director of Product Management for Bosch Automotive Aftermarket Brake Components North America. "Their 'gut' knows that they can rely on quality disk brake pads and rotors like Bosch QuietCast products to help eliminate this potential source of customer dissatisfaction, lost productivity, lost and profitability associated with come-backs."